3 powerful ways PR & marketing can help your hospitality business during slow periods

Slow periods are inevitable in hospitality. Between the cost-of-living squeeze, remote work reshaping weekly traffic, and earlier dining times becoming the norm, filling tables has become more challenging. While there are many ways to manage quieter times, strategic PR and marketing can help fill tables and build momentum when you need it most.

Create reasons to visit

Slow periods usually mean guests need a specific reason to book. Build campaigns around targeted experiences: wellness retreats in January when people focus on health, romantic packages after Valentine’s Day availability opens up, or regular events for locals that build community relationships. Use PR to get these offers in front of local media and on social channels when you need the visibility.

Leverage digital marketing in hospitality

Paid social and search ads can drive visits faster than most other tactics during slow periods. Focus on audiences who can dine on short notice:

• Local residents within 5-10 miles (people nearby who are your most likely repeat customers)
• Fans of your cuisine type (people who search for specific dishes/cuisines you serve)
• Competitors’ audiences (people who engage with similar venues but haven’t discovered you yet)
• People searching for specific occasions (date nights, family meals, celebrations)

Follow up with email campaigns to past customers offering exclusive rates or early access to new menus. They already know your food, which makes them easier to convert.

Work with influencers who share your target audience

Influencer marketing works when you choose people whose audience actually matches yours. A local food blogger with 15,000 engaged followers in your area will deliver better results than a generic travel influencer with 100,000 followers who’s never covered your region.

Look for genuine fit over follower count. When an influencer actually likes your restaurant, they’ll create better content, return on their own, and bring their audience with them. That’s more valuable than a one-off sponsored post.

Slow periods are inevitable, but with the right PR and marketing strategy, you can stay ahead and keep your tables full. We work with multiple hospitality clients across Hampshire, if you want to be prepared to tackle quieter times, let’s chat.